The document discusses the media student's music video project for their A2 course. They researched genres to find a song that would work with urban sports like BMX and skateboarding featured in the video. This combines different genres in a unique way. Feedback on the video was positive, saying the unexpected combination of the dreamy song and aggressive sports worked well together. A variety of digital technologies were used at different stages of production, from filming equipment to editing software. Some tools like the DJI Ronin gimbal required learning how to properly set up and operate.

1. A2 Media Evaluation
Haroldas Sventnickas

2. In what ways does your media product use, develop or
challenge forms and conventions of real media
products?
When the group were told that we had to make a music video in year 13 (A2), I went to
researched into different genres of music and what type of genre I would potentially want to use in
our music video. I wanted to include urban sports in the video, such as BMX and Skateboarding,
as I BMX and I thought it would work well with the song I chose and also I have made BMX videos
through out the years and have added songs to match the riding, so I thought it wouldn’t be much
different to making a music video (apart from I would have to include the artist. I have also seen a
couple of music video which have BMX included and they work well together.
My music video develops the forms and conventions of real music videos in a way that I have
brought in two different genres together which many people aren’t like to seeing. The song that I
chose to use is more of a dreamy and a colourful song in the way that it flows and the words in the
song. The video I used urban sports (BMX and Skateboarding), which is different to the song in
the way as it is normally seen as quite a destructive sports and many people don’t like it as they
see it as drug taking or not civilized. I have brought these two things together to sort of make a
sub-genre and try to give the audience a different view of both the song and the sports.
The song is slow paced and mainly doesn’t fit in with these types of sports as they are quite fast
and more aggressive, but in the end the music video I think works well and the speed of the sports
and song work really well together.
The website I thought I would make it more club like and advertise the artist in a different way that
people would normally see this artist advertised. I tried to change the way in people could see the
artist and her different types of songs and performances that she may do.

3. How effective is the combination of your main product
and ancillary texts?
I find that my combination of the music video, website and digipack, work well together as they
combine different genres and create something new which many people aren’t very likely to see
somewhere else. I have made the website and digipack quite different to the look of the music
video as the video is quite bright and colourful and the digipack and website are quite plain with
only a couple of colours. We presented Lyza in the music video as sort of an urban artist and in
the digipack and website I have presented her in a completely different way, as I have tried to
make her look more professional and an experienced artist. At the same time as doing all of this I
also tried to make it sort of an club or event theme.

4. What have you learned from your audience feedback?
We showed our music video to our audience, we got back a lot of mixed feedback from them. We
asked the audience 4 questions:
o Does the song go well with the video?
o Could you image this song on a radio station? And if so what one?
o Does this genre of the song remind you of anything else?
o Would you listen to this song? If so why?
We were very pleased with the responses that our audience gave us as they all said that the video
works well with the song and it doesn’t look out of place. This was our main priority in music video
as we wanted to mix the action and tempo of the music to merge into one and be exciting for the
viewer. Counterintuitively these paces are unequal and they don’t match but because the pace of
the sports is twice that of the music. We made this as the music makes you relaxed and your
visual senses are absorbed by the movements of the sports in the video.

5. How did you use media technologies in the construction
and research, planning and evaluation stages?
From the pre-production, during the production and post-production, we used a wide range or equipment while
constructing our media product. During the production we used these dollowing digital technologies:
• Final Cut Pro X
• Adobe Photoshop
• Adobe Bridge
• Adobe Lightroom
• Canon 7D
• Canon 5D mark 3
• DJi Ronin-M
• Manfrotto Tripod
• LED Manfrotto light
• Reflective disk
• Projector
• Gels (blue and orange)
• Remote radio off camera flash with a soft box
• 3 point lighting system
• Wix

6. Some of the equipment we have used before and we didn’t have a challenge with and found it
easy to set up and use. This year we did include some equipment which we didn’t use last year,
so we had to learn how to use it and make it work for us, for example last year we didn’t use the
DJi Ronin-M as we didn’t have it and I didn’t know such thing existed until I went to do work
experience and learnt ho to set it up and use it. When it came to setting the ronin up it wasn’t as
big of a challenge as it thought it as going to be as I have used one in my work experience, it was
however quite time taking to set up as we had to make the whole ronin centered so the camera
didn’t tilt and also I had to install an app on my phone which we had to use to calibrate the ronin
and make sure it was all working and set up for us to use. Some of the things we used this year
for our production were much more advanced than last year, for example the lighting system we
didn’t use last year so this year we had to figure out how to light up our artist but this wasn’t very
difficult because I had already learnt how to set up lights in photography.